85 He likes (a winter vacation, Scotch, blue, LIncoln ContInental) She lIkes (a summer vacation, Vodka, beige, Cadillac) But they both l1ke The Saturday Evening Post , "% '" 4<. -4. '\ The tube is off, the kids are asleep and they both agree that The Saturday Evening Post isn't quite the same any more. They like it that way. It hits them where they live. And they live in one of the 370 counties where the POST now concentrates. The POST is distilling down its circulation to the rich A and B markets where the bulk of U.S. sales are concentrated. We are getting out of the box-car numbers business and into station wagon statistics. This is a major publishing decision based on hard marketing considerations We are in the process of refining our circulation to match the advertisers' best markets Focus on them, forget the rest. The POST's new audience composition will be evenly divided between men and women. You can reach them at the same CPM you paId when there was 3 times as much circulation in C and D markets. In additIon to this efficiency of reaching $10,000-plus families, volume adver- tisers can earn discounts up to 200/0. And there will be 54 precisely prescribed regional editions to fill advertisers' special requirements And there's more. '" '" ,. , , t <' "" oo.""'{' BOS Written to be read... just like your advertising Although the Post's new circulatIon rate base is 3,000,000, you will get a bonus of 750,000 families until the computer catches up with the changes that are in the works for the not-quite- the-same Saturday Evening Post. Now that the POST isn't for just everyone, it becomes an es- pecially good investment for any advertiser who wants to put his message where his market is.